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The Impact Of Yachting & Nautical Tourism In Europe
Yachting and nautical tourism play a crucial role in European economies for several reasons:
Significant economic contribution: The nautical tourism sector generates substantial revenue and economic activity across Europe. Supported by over 6,000 marinas and 32,000 related companies, the industry creates an estimated €28 billion in annual revenue. This substantial economic output contributes significantly to coastal and maritime regions’ prosperity.
Job creation and employment: The sector is a major employer, providing around 280,000 jobs across Europe. Marinas are substantial job creators in coastal communities. They generate around 70,000 jobs and up to €4 billion in annual turnover across Europe. These employment opportunities are particularly valuable for coastal communities and regions with limited economic alternatives, helping to sustain local populations and reduce unemployment.
Support for small and medium-sized enterprises (SMEs): The yachting and nautical tourism industry is greatly composed of SMEs, with 32,000 related companies operating in the sector. This entrepreneurial ecosystem fosters innovation, competition, and economic resilience in coastal areas.
Rebecca Whitlocke from Antibes Yachting on stage in Croatia discussing the impact of yachting and nautical tourism
Boost to peripheral and coastal economies: Nautical tourism provides essential economic opportunities for peripheral and coastal communities, as well as along inland waterways. It helps diversify local economies, reducing their dependence on traditional industries and creating new revenue streams.
Tourism: The yachting and nautical tourism sector enhances Europe’s appeal as a tourism destination, both within Europe and for international visitors. With 36 million boaters and about 6 million boats in European waters, the industry attracts a significant number of tourists, contributing to the broader tourism economy and promoting cultural exchange. As well, over half of the EU bed capacity is located in regions with a sea border, highlighting the importance of coastal tourism infrastructure like marinas and coastal hotel development. Marinas create a multiplier effect in local economies. They attract visitors who spend money on various goods and services, benefiting local businesses such as restaurants, shops, and tour operators.
These factors demonstrate the vital importance of yachting and nautical tourism to European economies, highlighting its role in job creation, economic growth, and regional development.
Create Content For The Yachting Industry That Works
Getting your product or service in front of the right people is only part of posting on social media. You can’t just expect prospective customers to find you and love your content.
🔷 FOUR DRIVERS TO GET YOU STARTED:
👉 CONNECT
Subscribe to newsletters, forums, and social media groups in yachting, particularly if it’s focused on your target region.
👉SOCIAL LISTENING
Ask your customers what they’re interested in and build your content around that.
Respond to comments and shares.
Follow major industry hashtags on social media e.g. yachting, superyachts.
Follow your own hashtag on social media (there are also free tools that help you monitor your presence and company mentions online).
Focus your sales and marketing efforts where your target customer is spending the most time. Viral posts mean nothing if a lead doesn’t convert to a paying customer.
👉STORYTELLING
There are incredible people who have amazing backgrounds, however, because they aren’t necessarily big brands or well-known, their story is shelved. Many people are fixated on achievement and success, and they avoid sharing the struggles behind their progress. Be human – it’s OK to talk about challenges and the lessons you’ve learned – often the journey not the destination is what shows authenticity and humanity in our daily roles.
I would 100% prefer interviewing someone who tells me about their challenges, than someone who churns out the same corporate, formulaic dribble we’ve seen regurgitated a hundred times before.
👉CONSISTENCY & CREATIVITY WITH CONTENT
Useful, informative, and relevant content is an asset.
Build a community, not just followers.
In the yachting sector we’re so accustomed to hyper-editing to perfection, but the world won’t stop turning if you publish content that’s not 100% polished every single time.
Follow me on social media for more marketing tips for the superyacht industry:
LinkedIn: https://www.linkedin.com/company/antibesyachting
Instagram: https://www.instagram.com/antibesyachting
X: https://www.twitter.com/antibesyachting
Facebook: https://www.facebook.com/antibesyachting
Watch my session at Booking Manager Summit here:
The Importance Of Social Media For Yachting Companies
Social media is like a shop window; you have to keep polishing it so your customers can look in and see clearly.
✅ Three beneficial aspects of social media:
▪ It gives you opportunities to build communities around your business, educate your audience or share your knowledge.
▪ It works 24/7 while you sleep, drink coffee, or fine tune your next party trick.
▪ It enables you to cross geographic barriers to reach new customers outside of your immediate location.
🛑 Three downsides to social media:
▪ Having to create unique content regularly – often great ideas come while you’re in the shower, stuck in the airport queue, or stealing your kids’ Monopoly money.
▪ Clients believing that you just ‘post and go’ without understanding you are constantly monitoring audience behaviour and staying updated with trends, competitors, and market activity.
▪ Cyberbullying, digital addiction, and anxiety dealing with social media trolls and online nastiness. They say you’re not success on social media until you have at least one regular troll. Of course I blocked him!
I often encounter yachting companies who believe they have to be active on every social media platform, without understanding the impact of this.
Many businesses launch a new account on Threads, TikTok, Facebook, or Instagram, and then their content journey plateaus because they don’t have consistency with ideas or posting.
Antibes Yachting offers an online directory for yachting companies to grow their reach with customers
If your company is not on the table as the ‘go-to’ business for the products or services you offer, then you need a marketing face slap:
✅ Move from being a content consumer to a content creator. “You can spend 2 hours scrolling in the feed, or 2 hours creating content for your business“ When you create useful, informative, relevant content it is an ASSET and the bonus is you’re highly likely to get more referrals from others.
On LinkedIn, I regularly publish ‘2-Minute Tips For Yachting Companies’ with marketing and communication advice which have been really successful. Give your ideal clients a reason to come back!
✅ 4 steps to ditch the time wasters and attract repeat paying customers; be CLEAR about:
1) WHAT problems do you solve for customers
2) WHY your solution works
3) HOW it works
4) WHERE is the proof is (E.g. Client testimonials, portofolio examples, case studies).
If I can’t find this information on your Linkedin profile/page, or on your website I’m not coming back.